The Happiest Plays On Earth: Theme Park Franchising in Disneyland Video Games

Abstract

Heather Lea Birdsall explores the Disney theme parks as a branded franchise space through a number of its video game appearances, including Kinect Disneyland Adventures (Microsoft Studios, 2011) and its 2017 re-release Disneyland Adventures. Her essay makes clear that franchise management unites multiple physical and digital spaces in its strategic global expansion. She argues that tracing the history of Disney park-based games and apps, and considering other ways that the parks have been ‘gamified,’ reveals an ever-deepening trend of using digital game modalities to expand the Disney parks beyond their physical limitations as a means by which to establish and further them as a super-media franchise.